One of the ways we humans are particularly smart is in our ability to use the same tool for multiple purposes. Really, isn’t this why we’re overrun with life hack articles about how to repurpose things like old toothbrushes and paper clips to make life easier?
This may be news, but TrustYou Surveys have more uses than an old toothbrush — at least, more important uses. There’s the obvious direct guest feedback, followed by the ways they can be used to improve your travel rankings by distributing responses to your own and to third-party sites, and then there’s the market research feature. (I always feel like whispering that last part, because it’s a big functionality to use very conscientiously).
Here’s what you need to know: TrustYou allows you to segment off a portion of your guest surveys to use for internal market research purposes. It’s important that surveys still serve the primary need of gathering valuable guest feedback, but as long as you’re accomplishing that goal, you’re able to use your market segments from your property management system (PMS) to customize surveys to different groups and purposes. For instance, if you’d like to know more about how your Rewards guests are enjoying your special arrival amenity, you can gather than information and then use your results to redevelop the amenity and/or market the amenity to other Rewards guests.
Or perhaps you’d like to look at the areas where your property is receiving the lowest sentiment scores. Let’s say, your rooms are scoring low and you’d like to gather more feedback based on gender and age breakouts so you know how to shift your outreach. Maybe this ends up looking like a special room upgrade promo for your Baby Boomers that have higher standards.
Either way, using TrustYou surveys for market research can provide hotels with important insights about key segments of guests. Think of them as the ultimate marketing/insights hack for hotels.